scholarly journals Factors of Marketing Mix Influencing Consumer Behavior of Purchasing Vegetables at Parg Klong Talad Market

2016 ◽  
Keyword(s):  
Consumer Behavior ◽  
Marketing Mix

scholarly journals Formulación de estrategias de marketing mix a partir del estudio del comportamiento del consumidor de leche en la ciudad de Riobamba/Formulation of marketing mix strategies based on the study of milk consumer behavior in the city of Riobamba

2020 ◽  
Author(s):  
A. Monserrat Masabanda ◽  
O. Parada Gutiérrez ◽  
C. Delgado Rodríguez ◽  
J. Vasco Vasco
Keyword(s):  
Consumer Behavior ◽  
Local Population ◽  
Marketing Mix ◽  
Economic Study ◽  
Consumer Decisions ◽  
Normative Approach ◽  
Palabras Clave ◽  
Quasi Experimental ◽  
The City ◽  
Medios De Comunicacion

El estudio económico de la conducta del consumidor supone teorías de enfoque positivista y normativo. En este contexto las decisiones de consumo se basan no siempre en un modelo racional, considerando además factores de tipo emocional, experiencias que determinan la decisión de compra. El objetivo de este artículo fue formular estrategias de marketing mix a partir del estudio del comportamiento del consumidor de leche en la ciudad de Riobamba. La metodología utilizada se fundamentó en un estudio cuasi experimental que tomó como base un modelo predeterminado que sirvió para diseñar una encuesta que permitiese identificar y evaluar variables determinantes en la conducta de los consumidores. La investigación permitió determinar las preferencias de marcas de leche, nivel de aceptación del precio, tipo de empaque, medios de comunicación y frecuencia de consumo. Los resultados de la investigación permitieron formular estrategias que contribuyen a incentivar el consumo de leche en la población local. The economic study of consumer behavior supposes theories of positivist and normative approach. In this context, consumer decisions are not always based on a rational model, considering factors of an emotional nature, experiences that determine the purchase decision. The objective of this article was to formulate marketing mix strategies based on the study of milk consumer behavior in the city of Riobamba. The methodology used was based on a quasi-experimental study that took as a basis a predetermined model that served to design a survey that would identify and evaluate determinant variables in the behavior of consumers. The investigation allowed to determine the preferences of milk brands, level of acceptance of the price, type of packaging, means of communication and frequency of consumption. The results of the research allowed to formulate strategies that contribute to encourage the consumption of milk in the local population. Palabras clave: comportamiento del consumidor, neuroeconomía, marketing mix. Keywords: consumer behavior, neuroeconomics, marketing mix.

scholarly journals Efektivitas Bauran Pemasaran Dalam Mempengaruhi Pengambilan Keputusan Konsumen Pengguna Jasa Pembiayaan

2016 ◽  
Vol 8 (2) ◽  
pp. 90-100
Author(s):  
Rizki Aprilia Dwi Susanti
Keyword(s):  
Consumer Behavior ◽  
Positive Impact ◽  
Marketing Mix ◽  
Study Data ◽  
Purchasing Decisions ◽  
Product Price ◽  
Physical Evidence ◽  
Product Location ◽  
Positive Effect ◽  
Influence Behavior

The purpose of this study was to determine: the condition of the marketing mix and the behavior of consumers in making purchasing decisions, the influence of marketing mix (X) either partially or simultaneously to the behavior of consumers in making purchasing decisions (Y), and to know the marketing mix elements that most influence behavior consumers in making purchasing decisions. The independent variables in this study is product (X1), price (X2), place (X3), promotion (X4), people (X5), process (X6) and phyisical evidence (X7) and the dependent variable is the behaviour of consumers in making purchasing decision (Y). This study is classified into a descriptive correlational study. Data collection techniques in this study using questionnaires, interviews, literature review and documentation. The results of this research are: (1) There is no significant positive impact product, location and promotion on consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan.(2) There is a significant positive effect the price, people, process and physical evidence on consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan. (3) Together product, price, location, promotion, people, process and physical evidence influence consumer behavior in the decision to use the financing services of Summit Oto Finance Branch Pamekasan amounted to 65.1%, while the remaining 34.9% is influenced by other factors outside 7 these factors.

Consumer Behavior Regarding Luxury Perfumes

2016 ◽  
pp. 46-70
Author(s):  
Mónica Díaz-Bustamante ◽  
Sonia Carcelén
Keyword(s):  
Consumer Behavior ◽  
Marketing Mix ◽  
Marketing Strategies ◽  
Professional Literature ◽  
Global Marketing ◽  
Explanatory Factors ◽  
Decision Making Processes ◽  
Basic Characteristics ◽  
Secondary Information ◽  
Luxury Market

Due to the importance of the fragrances segment within the luxury market and the limited academic and professional literature available regarding the same, this chapter offers a detailed description of the basic characteristics of this segment. Therefore, based on the analysis of primary and secondary information (quantitative and qualitative) regarding the Spanish market, the key elements of luxury fragrance consumer behavior have been described, examining the principle explanatory factors leading to decision making processes for their purchase and use; in other words, the motivations to purchase and consume these products. This knowledge is decisive to permit luxury fragrance brands to appropriately design their global marketing strategies and formulate the appropriate marketing-mix.

Understanding of Consumer Behavior on Cultural Products Through Marketing Mix: An Empirical Investigation in Thailand

2018 ◽  
Vol 24 (5) ◽  
pp. 3399-3404
Author(s):  
Sujinda Chemsripong ◽  
Piyawan Petmee ◽  
Suparat Kawserm
Keyword(s):  
Consumer Behavior ◽  
Empirical Investigation ◽  
Marketing Mix ◽  
Cultural Products

Psychological distance as a working tool for managers

2021 ◽  
pp. 205157072110221
Author(s):  
Mohamed Didi Alaoui ◽  
Véronique Cova
Keyword(s):  
Information Processing ◽  
Consumer Behavior ◽  
Psychological Distance ◽  
Marketing Mix ◽  
Consumer Responses ◽  
Psychological Proximity

This article presents a synthesis of research that has drawn on the concept of psychological distance around questions related to prosocial consumer behavior, digitalization of consumption, and marketing practices. Our study is based on a meta-synthesis of 584 articles from psychology and marketing journals. It consolidates and validates the knowledge of the concept of psychological distance in these different marketing themes. It also shows how psychological distance can be used by managers to improve consumer responses. Managers can act directly on distance by reducing or increasing it to take advantage of the benefits of psychological proximity or remoteness. They can also adjust the variables of the marketing mix according to the psychological distance experienced by the consumer in order to make information processing more fluent and, ultimately, to improve the consumer’s responses.

scholarly journals OVERVIEW OF THE CONSUMER BEHAVIOR STUDY IN the MARKETS OF food products (1998-2018), BASED ON THE AUTHOR'S INTERPRETATION OF THE CONSUMER REQUIREMENTS IN THE SYSTEM OF VALUES THAT INFLUENCE ON THE CONSUMER MARKET BEHAVIOOR

2018 ◽  
Vol 1 (4) ◽  
Author(s):  
Galina Vladimirovna Astratova
Keyword(s):  
Consumer Behavior ◽  
Interdisciplinary Approach ◽  
Food Products ◽  
Marketing Mix ◽  
Social Needs ◽  
Consumer Market ◽  
Value System ◽  
Psychological Need ◽  
Behavior Study ◽  
Economic Need

Abstract The purpose of this study was to review the results of a 20-year study in the author's interpretation of the needs for food products and the value system that determines the market behavior of consumers in the food markets.The scientific novelty of the research is the following results:A) the author's interpretation of the needs for food products, as consisting of three components: 1) the actual need for food (physiological need); 2) the need for emotions obtained from eating (psychological need); 3) the need for market products that can meet the physiological needs of emotional expectations and social needs (socio-psychological and economic need);B) interdisciplinary approach to the study of consumer behavior that led to the author's interpretation of the value of the research methods outlined in the works of  Sheth J.N., Newman B.I., Gross B.L. (1991), extended and supplemented in the study of Galina V. Astratova (1998);C) identification of the fact that the importance of components in the system of values, according to the results of research, is different for different food products. This allows simulating more clearly the behavior of the consumer in the development of a marketing-mix and developing a marketing strategy based on targeting.

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